Skip the cooler with a built-in ruler.

They’re usually gimmicks. Most built-in rulers are stamped into the lid or side, which means they’re awkward to use when you’re actually holding a fish, and they get scratched or faded fast.

A separate aluminum or plastic fish ruler costs $10–$20 and works way better. Clip it to your belt or keep it in your tackle box. You can measure on the deck, on the ground, or even on the cooler lid if you want—just not on a ruler that’s permanently attached.

The only exception? If the cooler itself is exactly what you want (size, insulation, latches) and the ruler is just a bonus you might use once. But don’t choose a cooler based on a ruler.

Spend your money on ice retention, not a marking you’ll ignore after the first trip.